Pierre Omidyar published a blog post today that gave an update on First Look Media, the company he started with Glenn Greenwald and others and backed with $250 million of his own money. Nine Months in, First Look is Still Very Much a Startup.
As regular readers of PressThink and my Twitter feed know, I am an occasional adviser to First Look, but not an employee. So factor that in. I am not a spokesman for First Look and did not clear this interpretation with them.
In my opinion, this was the most important part of Pierre’s post today:
…rather than building one big flagship website, we’ve concluded that we will have greater positive impact if we test more ideas and grow them based on what we learn. We are unwavering in our desire to reach a mass audience, but the best way to do that may be through multiple experiments with existing digital communities rather than trying to draw a large audience to yet another omnibus site…
For First Look the way to a large user base isn’t “one big flagship website” or an “everything you need to know” news app to go up against, say, the Guardian or npr.org. That kind of “omnibus” product will not be forthcoming anytime soon, today’s announcement said. Instead:
We’ll test an approach to journalism that starts with being part of well-defined communities of interest, understanding the people in them and serving their needs and aspirations in new ways. The digital world gives us unprecedented opportunities to meet this vision.
You begin with the users of news in a few well-defined communities of interest. By understanding their “needs and aspirations” better, you try try to generate more trials, more fruitful errors, and — if the method works — products and services that mesh with people’s lives more effectively.
This is not a part of Pierre’s thinking, so don’t use it to characterize First Look’s approach, but the argument is similar to my PressThink post from March: When starting from zero in journalism go for a niche site serving a narrow news interest well.
That’s my advice to individuals starting in journalism. Get yourself into a journalistic situation, first. A “journalistic situation,” as I define it, is when a group of people who share a common interest are actually depending on you for news. From there the rest will flow. What you learn by trying to provide a living community with news instructs you in what to try next. But you have to succeed in becoming their provider.
First Look will test an approach that “starts with being part of well-defined communities of interest.” Begin with a journalistic situation. From there a distinct approach may grow. Of course, journalists who are distinct and talented enough can sometimes create their own community of users through a unique mix of investigation, commentary, reportage— and personality. First Look has been testing this proposition too.
Which leads to the second item of news in Pierre’s blog post. Combined with a doubling of the editorial staff to 50, it was this:
…rather than immediately launching a large collection of digital “magazines” based on strong, expert journalists with their own followings, as we imagined earlier, we’ll begin by building out the two we’ve started and then explore adding new ones as we learn. Whatever direction our experiments lead us, we will continue to invest in our journalists and support their commitment to fearless, fact-based reporting. We will continue to fund deep investigative reporting and back it up with the travel and research budgets necessary to support it.
Building out The Intercept and the Matt Taibbi venture will be the primary publishing project for now as First Look turns one of its founding phrases, “fearless, fact-based reporting” into actual journalism (and other projects.) When key learnings from The Intercept and Taibbi come in, the collection may be filled out. Or not. Also: There doesn’t have to be an editorial brand called First Look, and there may never be.
This was the third bit of news:
I expect we’ll be in this planning, startup and experimental mode for at least the next few years as we explore how to become integrated into people’s lives in meaningful ways.
In other words, First Look has none of this figured out.